Project Details
Description
The proposed study aims to identify factors influencing Saudi consumers' attitudes towards social media marketing. The use of social media is a recently developing phenomenon in marketing. Marketers are increasingly beginning to understand and use social media as a component of their marketing strategies. While social media has been attracting attention of marketers, this phenomenon remains new to academia, with papers only being published in the last few years (Ngai et al., 2015). The proposed study aims to undertake a detailed investigation of the factors influencing consumers' attitudes toward social media marketing in Saudi Arabia. With a high rate a social networking sites usage in Saudi Arabia, more marketers are resorting to usage of social media as a marketing tool. The proposed study will make a valuable contribution given that there is a paucity of research on social media in general and social media marketing in particular. Therefore, findings of this study are expected to make valuable contribution. This research is valuable as it will be amongst the first empirical research of its kind in the Middle East region.
Status | Finished |
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Effective start/end date | 1/06/15 → 30/10/16 |
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